You would have to have lived in total isolation for the past five years to not notice the distinctly Indian phenomenon called Chhota Bheem - an animation show on children's television channel Pogo - that has taken the children's entertainment industry by storm.
In just five years, Chhota Bheem - named after the 9-year old character in the television series created by Rajiv Chilaka - has spawned comic books, T-Shirts and DVDs, all of which have sold briskly.
The franchise has also led to a torrent of licensing and merchandising activity.
Everything from tiffin boxes, water bottles, toys to food products, such as fruit drinks and wafers sport the series' characters.
Large companies such as Usha Fans have also plastered Bheem and friends on their products.
This has allowed Chilaka's company, Green Gold, to amass Rs 30 crore in revenue in 2011-12, 40 per cent of which came from these deals.
"It's been a very remarkable story," says Krishna Desai, senior director & network head (kids), South Asia, Turner International.
Text: Rajiv Rao, Business Standard
Image: Rajiv Chilaka seen here at Prasads IMAX, Hyderabad, which houses India's first IMAX movie theatre.
Image Courtesy: Prasad's IMAX